LEGO unveils Christmas TV ad

Will air for the first time during this weekend's episode of The X-Factor

This Saturday evening The LEGO Group will be kicking off its Christmas content campaign during the The X Factor.

This campaign sees the toy brand returning to mainstream TV in the build up to Christmas for the first time since 2013.

Tapping into the sentiment of children being at the heart of the festive season, the campaign is titled Give the Gift of Imagination, and features young children who have received a wrapped gift box and immediately know it’s LEGO after shaking it. Excitement follies as they start talking about their ideas and what they think they will build when they can finally open the gift.

In addition to The X Factor it will feature in ad breaks of other primetime TV shows, including I’m a Celebrity Get Me Out of Here, Emmerdale, Coronation Street and Ninja Warriors. The campaign also hits Central London in the form of digital outdoor sites in Piccadilly Circus, Oxford Circus and Leicester Square.

Marius Lang, Head of UK Marketing - Senior Director Marketing UK/Ireland, said: "With this year's LEGO Christmas campaign 'Give the gift of Imagination' we celebrate the imagination and creativity of children. The gift of LEGO this Christmas can lead to endless possibilities - one shake of a box is enough to inspire creativity and imagination that only LEGO play can bring to life."

To connect with digital audiences, the The Gift of Imagination will be featuring on platforms including YouTube, Facebook, Snapchat and Amazon video buys.

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